S O
Social Media will be an integral part of Brotherhoods
marketing strategy. Using each platform to engage
with its target consumer of males 25-45 years old.
In recent years the concern of male health has
been on the increase, tapping into male’s mental
wellbeing and the need to get men talking in the
age of redefining masculinity due to the high levels
of suicide amongst this gender. Research by Mintel
highlights how male consumers are more comfortable
making private matters public than ever before, but
many are continuing to suffer in silence.
Through an active social media presence Brotherhood
aims to reach males seeking help on the social media
platforms they use every day. Even if they do not
engage with the website straight away we strive to
be their first point of reach when in need, helping to
boost brand recognition and increase brand loyalty
among consumers. Developing a strong social media
presences across the most used social-networking
platforms by their customer base will help to drive
targeted traffic in the first twelve months.
72% of men use social media on a regular basis,
research shows that LinkedIn, YouTube and Facebook
are the highest used social platform among men
(Brandwatch.com, 2015). As a long term aspect of
the marketing mix, Brotherhood will have accounts
on Facebook, Instagram, Twitter and LinkedIn.
Brotherhood understands the power of social media in
a digital age using these platforms to work seamlessly
together with the website for greater reach and to
encourage men to seek supportive connections in
times of social isolation and disconnect.